01353nam a22001937a 4500 20210414114016.0 120614t xxu||||| |||| 00| 0 eng d 139780073136660 HF5821.A74 Arens, William F. Essentials of contemporary advertising. / William F Arens and David H Schaefer Boston: McGraw-Hill, 2007. xxviii, 558 p.: ill.; 28 cm. Includes index. Contents: Advertising today and how we got here -- Economic, social, and regulatory aspects of advertising -- Advertising industry -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Account planning and research -- Developing marketing and advertising plans -- Creative strategy and the creative process -- Creative execution : art and copy -- Producing ads for print, electronic, and digital media -- Print advertising -- Electronic media : television and radio -- Digital interactive media and direct mail -- Out-of-home, trade shows, and supplementary media -- Media planning and buying -- Relationship building : direct marketing, personal selling, and sales promotion -- Relationship building : public relations, sponsorship, and corporate advertising. Advertising Schaefer, David H. lcc BK 1335 8835 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-14 0 HF5821.A74 3672/12 2012-06-14 00:00:00 1 2012-06-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-14 0 HF5821.A741 3673/12 2012-06-14 00:00:00 2 2012-06-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-14 0 HF5821.A742 3674/12 2012-06-14 00:00:00 3 2012-06-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-14 0 HF5821.A743 3675/12 2012-06-14 00:00:00 4 2012-06-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-14 0 HF5821.A744 3676/12 2012-06-14 00:00:00 5 2012-06-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-14 0 HF5821.A745 3677/12 2012-06-14 00:00:00 6 2012-06-14 BK